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Answer:
logos

In metaphysics Logos is reason as the controlling principle in the
universe. In communications logos (e.g., the Golden Arches) give evidence that
branding is the controlling principle in marketing.

Feedback

Good question. I got it, but came
up with another answer because I read the question two ways.
Good and goods -- "good" as a matter for
ethical debate, "goods" for what marketers sell. It wasn't clear from context
whether "singular" and "plural" meant identical spellings of the
word.

[Mootguy: Good point. I'll post
your response to the site and see if any of the others were getting confused by
this.]

gregf at gregfelton.com

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I agree that it wasn't clear that the words were identically
spelled.

markcindyallen at comcast.net

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Didn't get it. I don't think logos as used in marketing is the
plural form of the Greek for "word," but a corruption of it. That would be
consistent with marketing generally. :)

martindhayes at gmail.com

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Sneaky tough!

jffriesen at shaw.ca

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Cute question, but in fact they are different words (despite the
identical spelling and common etymology). (And of course, linguists are not in
agreement about what constitutes a word.)

Anyways, the
singular "logos" is pronounced with an /s/ at the end, whereas the plural
"logos" is pronounced with a /z/ at the end. The dictionary entry for the
latter word would of course be "logo."

[Mootguy: So I have to say something like What
homonyms are they?]
[Mootguy: to make the
question work. Yuck. The question's a dud. I promise to do better next
time.]

jacko at lycos.com

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A logo (i.e. logotype) is not a plural word, just an ordinary noun
formed from the first syllable of a compound, and having a regular plural form.
My guess was "good" and "goods" respectively. Niels Homvoller, Stockholm,
Sweden

nielshovmoller at gmail.com

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I like this definition much better: 1 : the divine wisdom manifest
in the creation, government, and redemption of the world and often identified
with the second person of the Trinity (Jesus)

bduff at trucking2000.com

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My response was medium/media--the singular in reference to a
metaphysical vehicle for seeing into the netherworld, and the plural (print,
tv, film, etc) to denote the various forms by which information is passed.

danimalev at hotmail.com

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I thought it was a great question and very
fun. The picky comments are all valid and their existence just shows that it's
a great question because it makes you think about interesting and important
points, not the other way around (that they might show the question was
"invalid" in some way).

[Mootguy: Vous
avez raison.]

stephen yeh

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I came up with "medium"
as in spiritualists, and "media" as in the mass media....a weak response, but I
too misinterpreted the question.

psurajit at netscape.net

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I also came up with the medium/media answer and was thrown off by
the singular/plural confusion

samkambol at comcast.net

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Another variation - I came up with desire and desires. I like good
and goods better, though.

sylvano at comcast.net

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I'm with stephen yeh: a GREAT question, specifically because of its
ambiguity and multiple issues/pathways. (And yes, I also loved the picky
points; otherwise why be a word-nut?) Luckily for me, though, I didn't spend
much time on it before peeking! All reward, no strain.

slundgren at warnerpacific.edu

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I thought of "good" and "goods," but I like "logos" and
"logos"; I don't think the question is a dud at all. Because others thought as
I did, I don't feel stupid, but I also got to think about words in a different
way. Thanks!